Holt Renfrew

Target: Affluent Chinese

Market: Toronto & Vancouver

Objective

Strategic

Sina Weibo was strategically chosen to be the key social media platform in building awareness for Holt Renfrew’s 175th anniversary celebrations. Using culturally relevant messaging and images, 12 key celebratory messages were posted to the Weibo page and further amplified by leveraging key influencers to spread the messages. Social media engagement was generated through a special contest which encouraged Weibo users to become a follower, share with 2 friends and retweet to become eligible to win a Holt Renfrew gift card.

Results

By centralizing all Chinese social media activity onto a single branded Holt Renfrew Weibo Page empowered the brand to connect with Chinese consumers directly in conversation.